Increasing shareholder value through building customer and Brand Equity

Journal of Marketing Management

Volumn 25, Issue 1-2, 2009, Pages 117-141

  Bick, Geoffrey N C ^a  

^a UNIVERSITY OF THE WITWATERSRAND   (South Africa)

Author keywords

Brand Equity; Customer Equity; Customer lifetime value; Shareholder value

Indexed keywords

EID: 77954014423     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1362/026725709X410061     Document Type: Article

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